As the 2012 presidential race ever so slowly gains momentum it remains clear that social media will be influencing elections for a long time to come. In the long run, does the shift towards social media campaigning change who is perceived to be a legitimate candidate? If so, social media might change who wins elections and therefore changes how we are governed. Avoiding [for now] the issue of whether social media has inherent tendencies towards the left or right, what I want to ask is: opposed to old media, does new media benefit political underdogs and outsiders?

As Republicans announce presidential bids on Twitter and Obama gets friendly with Zuckerberg and Facebook, it seems that the presidential campaign has found itself augmented by and reliant upon social media tools; some of the very same tools many of us use, like Facebook, Twitter, YouTube and so on. Part of their popularity is that one can view and be viewed by people from all over the world in an instant and for no cost. It does not cost money to publish this post or to tweet about it later on. Social media campaigning is also relatively cheap; indeed, often times free. Alternatively, print advertising is expensive because space is scarce and the scarcity of broadcast time makes television and radio too costly for underdogs and outsiders to fairly compete. However, when we exchange atoms for bits we enter into a world of abundance, a world where broadcasting a message quickly and globally becomes cheap and easy.

This cheaper social-media campaign style may remove or at least lesson more...

The 2012 presidential race is beginning to take shape, and it is interesting to see how social media is being differently used by candidates. Obama kicked off his re-election campaign on YouTube and is at Facebook today with Zuckerberg to do a Facebook-style town-hall Q&A. Mitt Romney (R-MA) annouced his presidential bid on Twitter and Tim Pawlenty (R-MN) announced on Facebook and even created a Foursquare-style gaming layer where supporters earn points for participating in his campaign. I’ll be analyzing how social media is used throughout the 2012 cycle, but I’d like to start all of this with the question: who will be our first social media president?

FDR became the radio president with his famous “fireside chats” and JFK the television president with his image-centered debates with Nixon. Many consider Obama the first social media president due to his massive fund raising and organizing efforts during the 2008 campaign using the web (though, Howard Dean was there four years earlier – remember his use of meetup.org). However, now that Obama has been in office for more than two years, has he really used the social web effectively in interesting new ways? The New York Times states that Obama treats the Internet like a “television without knobs,” using it primarily to simply upload videos for us to consume. Obama-as-president has thus far been a Web 1.0 leader instead of embracing the Web 2.0 ethic of users collaboratively and socially creating content.

About Cyborgology

We live in a cyborg society. Technology has infiltrated the most fundamental aspects of our lives: social organization, the body, even our self-concepts. This blog chronicles our new, augmented reality.